What tone of voice works in a neighbourhood?

In a neighbourhood the tone of the bar or the counter works: short, informal, with the street or the product named. A national-campaign voice shows, because it is not how you speak at the door. Read the caption aloud at the bar. If you would not say it, it does not go out. It is written like a chain ad, and a neighbour of La Barraca or Casa da Cultura does not hear themselves in that line. The tone sheet includes three captions said the way you would at the door, with the street or the product in them.